Persuasion Midterm Project Assignment

Shafa Salsabila (1900792)

PART 1 –ELABORATION LIKELIHOOD

My brand of toothpaste is called "OLSEAR", which stands for Odol Cleanser. The word
"Odol" itself means toothpaste (the name given by Indonesians). This means that this brand is to
clean, strengthen and nourish the teeth and other areas of the mouth such as the gums and throat
and can read the mouth. The term of this brand is, has many types of toothpaste for intensive
protection for teeth such as:
1. OLSEAR Charcoal = To protect teeth can be done using natural ingredients, such as betel
leaf or Charcoal. Apart from freshening the breath, some of these natural ingredients also
cannot make teeth whiter naturally.
2. OLSEAR Sensitive = specially designed for sensitive teeth.
3. OLSEAR Cleanser Expert = Teeth and gum problems often start from the dirt stuck
between the teeth. This toothpaste series contains micro granules or refined grains that can
clean between the teeth. Gentle White, Enamel Shield, or Gum Healthy variants can choose
from having your teeth protected for up to 24 hours.
4. OLSEAR Tutti Fruity = Toothpaste with a distinctive flavour from a mixture of fruits, this
type of toothpaste is perfect for parents who find it challenging to get their children to want
to brush their teeth. This sweet and fresh taste in the mouth can help children to brush their
teeth diligently. The materials used for this type are also very safe for children and adults.

The ingredients used in this product are also very safe. OLSEAR uses fluoride, a component to
restore minerals in teeth that have been eroded by acids or sugar. Fluoride is not only necessary
for adult teeth but also benefits the permanent growth of children.

Apart from fluoride, OLSEAR teeth also contain menthol. This ingredient gives a minty
taste in your mouth so that your breath is fresher. So, choose a toothpaste that not only nourishes
your teeth but also prevents bad breath.
 My idea to communicate this new brand is a Content Marketing Campaign (Video)
published on OLSEAR's official youtube and a short video on OLSEAR Social Media.

Centrally: In the audience video "centrally route", I will explain the ingredients in this toothpaste
for each type and the benefits provided by these ingredients. The public will think about what they
can get from these ingredients. The elements in it for their teeth. Why should it be so detailed?
Because audiences like this need to get concrete and clear information to use this toothpaste or
not, especially since this is a new brand. Because they are usually more detailed than the peripheral
audiences. According to audiences who use this "centred route" mindset, they don't want to be
disadvantaged and want to get the best out of the details this product provides, such example from
the case I gave above about the ingredients and properties for their teeth what This good toothpaste,
useless anything, or even a dangerous bag of teeth and mouth (an important decision).

Peripherally: For audiences, content idea types are differentiated. Where the video made will not
explain what ingredients are in it. However, the video will star several influencers who will hold
different kinds of OLSEAR toothpaste for each influencer. In the video, they will smile broadly
by giving a happy and dancing expression. Why? Because the audience with this route usually
only relies on the signs given or follows people they think are trusted. Here, my idea is to use an
influencer as a video model because it can attract public attention to buy and try this toothpaste
without detail. In this video, the sign is to smile broadly by showing their teeth are white and firm.
The character is that this product is suitable for dental health and can make teeth appear white.
Then why dance? The gesture illustrates that this toothpaste is also innovative in the mouth and
eliminates foul odours. The public knows what this product is and its function through motions, a
big smile that shows healthy teeth. Peripheral routes are more "simpler" than centre because people
with mast drivers of these peripheral routes don't need a lot of detail to decide what to buy, do, or
choose. By looking at the signs, pictures of the people involved determining what they are trying
to say or conveyor catches their immediate interest.

PART 2 -THEORY OF PLANNED BEHAVIOUR

 I have a behaviour that I want to reach, reducing my portion of food and not eating
sweet (actual behavior). Following the Theory of Planned Behavior concept model, first I want
to explain my attitude towards my behavior, start with belief about the outcome where later I will
be thinner and healthier, and for the evaluation of the outcome I will look more "good looking"
than previously, it was easier to find dress sizes and healthier than ever which is a positive thing
for me. As for the subjective norm, my father, brother, and boyfriend will be so happy since they
want me to be skinny from reducing my eating. If I decrease my meal per day and start not to eat
sweet things, my body would be perfect and even be healthier (normative belief). My friends
would be very proud because they know how much I want to do this for a long time, but there are
many temptations from within and around me. Unfortunately, related to this, my mom would be
so sad because she cooks a lot at the house and loves to make cakes, then she will feel like no one
will eat her foods anymore (normative belief). But my motivation is to comply with people's
expectations, such as my father, brother, boyfriend, and my friends, even my mom, even though
she would be kind of sad and confused about who would eat the foods that she cooks.

But several factors prevent me from achieving this behavior, such as internally that I am
pleased to eat, not even hungry, sweet foods such as cakes and ice cream, as they are already
"addicted" to these foods. Just reducing it is hard how to stop. Another factor is external factors;
as I explained earlier that my mom likes to cook and bake, she can't make small portions of food,
and she will be delighted if the food is used up, especially the sweets she makes are very delicious.
, if I cut back on my meal, the chances are that no one finishes her food, and she will feel
unappreciated and sad.

PART 3 –ASSOCIATIONS/BRANDING

Here I chose Tesla and Volvo brands, which are both engaged in the automotive sector but
have differences in each of these brands, starting from their attractiveness, the image they share,
the lifestyle of their products, even the brand personality of each company.
Tesla: The appeal of this brand is for sports car users or lovers, which young people usually
dominate because it looks unique and attractive when driving it. Even though the price is quite
pricy, Tesla is still the choice because it is known for its luxurious "environmentally friendly cars",
this term is what is in the public eye about Tesla. Tesla had an attractive, visionary, charismatic,
courageous and spiritual personality. Where the driver from Tesla will benefit from self-
expressiveness - others will observe and make judgments about you. The personality of Tesla
is excitement & sophistication. The brand personality for excitement usually describes the
qualities of young, brave, trendy, have a passionate spirit, are active, up-to-date, unique, and have
a high imagination. Meanwhile, sophistication usually describes people on a high level,
glamorous, luxurious, and good looking.

Volvo: For Volvo's appeal, they are usually dominant with upper-level people who want to look
more elegant, formal and luxurious when driving a car from this brand. Usually, people like this
are known as essential people such as a boss, CEO, president, etc. Volvo's image is usually an
"elegant and attractive luxury car", which is generally driven by the elite. Trustworthy, dependable
and conservative personalities may be bland, but they reflect characteristics valued in automotive
brands like Volvo. This brand has a responsible, trustworthy, reliable, family-man personality. The
active positioning of the Volvo brand is firmly connected with sincerity and competence.
This sincerity usually describes people who are family-oriented, down to earth, honest, sincere,
friendly, and cheerful. Meanwhile, other brand personalities, competence, typically describe a
hardworking, intelligent, reliable, leader-minded, successful, and confident person.

PART 4 –COGNITIVE DISSONANCE

So, there is a girl called Abby who has a bad habit; she likes to bite her nails. But she loves
to look at other girls' nails, who has beautiful, neat, and makes art on their nails where it makes
Abby even more fascinated with other girls' nails, and she wants to have it, also, on the other hand,
she knows that she bites. Nails are not healthy because, in the nails, there are many germs and
bacteria. However, maybe she creates dissonance in her mind because she is used to biting her
nails and is uncomfortable when she sees or feels that her nails are getting longer even though she
knows it's a bad habit. Maybe another factor is because she will feel strange if she makes art or
coloring her nails, she likes to look at it, but it's uncomfortable to have it.

To resolve this dissonance, Abby can use the strategies, Denial, that she could say that she
doesn't like the nails with colors or arts at all. Transcendence sometimes feels like she tried her
best to stop biting her nails, but sometimes she makes mistakes or doesn't even realize that she's
biting her nails. Modifying her attitudes (both or one of them), she must either completely stop
biting her nails and take better care of her health or realize that she can't stop biting her nails and
reduce her desire to beautify her nails. Communicating to tell people around her that biting the
nails isn't a dangerous act; in fact, she's been doing it for years, and there's no problem whatsoever.
Also, she can inform the people around her that she can make art and beautify his nails with short
nails. In this case, it can also be called Selective exposure; it cannot be denied that Abby also
indirectly avoids information that is not by her choice and remains adamant about what he is doing.